Capital One Mascot Program Challenge

Capital One’s corporate marketing team in Texas felt that the success of the Mascot Contest on the national level could be replicated in local communities. While the collegiate version was already in place, a customized version of the program would have to be outlined and implemented to fit the Houston-area market goals. Therefore, Capital One Bank turned to Pierpont Communications to facilitate the first ever Capital One High School Mascot Challenge.

Strategy

The Pierpont team moved quickly to organize a campaign before high school football season began in early September. In a matter of weeks, Pierpont developed a web site to facilitate communication between Capital One and the Houston community and executed several special events such as the “Meet Your Competition Breakfast” and a pep rally held at the Houston Galleria to kick-start the contest.

Members of the Houston community voted for the best mascot online and at Greater Houston-area Capital One branches. Finally, Pierpont facilitated the announcement of the winner, Klein Collins High School’s “Tootsie the Tiger,” who received a $5,000 scholarship for her school’s athletic department and the title of Capital One High School Mascot of the Year.

Results

Pierpont played a vital role in taking a familiar national campaign and making it come to life in the local community. The contest generated community-based involvement throughout the areas where Capital One banks are located and garnered interest from the community to join Capital One in supporting and recognizing high school mascots — the unsung heroes and spirit leaders of our schools.

Results included:

  • www.houstonmascotchallenge.com  received 732,925 hits and 160,855 votes in less than three months time.
  • The contest generated 1,834 in-branch votes.
  • Capital One’s newest retail messaging of being “open seven days a week” received notice as it was incorporated into the benefits of in-branch voting.
  • Market managers stated that new accounts were opened and there was a significant increase in traffic in the branches located closest to the competing schools.  
  • The Houston Chronicle ran five stories about the Mascot Challenge including contestant interviews, photos and several brand mentions for Capital One.
  • Sports reporter for KPRC-TV featured the contest in his Friday night high school football segment, interviewing contestants and key Capital One figures.

Based on the success of the program, Capital One and Pierpont are working to implement the program again in Houston and additional Texas markets. Now that’s something to cheer about!